Meal prep, made to order.
On July 6, it was reported that Amazon registered a trademark for a service with the following description: "We do the prep. You be the chef." Based on the application filed, the service is intended to provide customers with “prepared food kits...ready for cooking and assembly as a meal,” which could signal big trouble for competitors like Blue Apron and Hello Fresh. But beyond the initial trademark application, there was no definitive proof of the venture, nor were there any details given about when the service would be available—until now.
Not only is it true that Amazon is definitely launching a meal-kit delivery service, but it turns out, it’s available right now in select markets through AmazonFresh, the company's online grocery ordering and delivery service. In fact, as of Tuesday, July 18, some of the kits have already sold out! And thanks to GeekWire’s exclusive interview with Seattle resident Josh Chadd, we now know what to expect when the service becomes available nationwide.
After noticing the option in late June, Chadd decided to test drive the meal kits, one of them being the $18.99 Steak au Poivre, which Amazon deems as an “easy-to-follow, chef-designed recipe” that “includes perfectly portioned fresh ingredients.” The sides that accompanied the steak were parmesan fries and snap peas, and according to Amazon, the dish can be on the table in 30 minutes, from start to finish.
“Everything about the meal was good, but the parmesan fries and the pepper cream sauce were the highlight for me,” Chadd told Geekwire. “Overall the finished meal was a 9 out of 10 for any meal I’ve made at home even with my own ingredients.”
Amazon is said to offer at least 19 different meals that each come with prep and cooking instructions, and all the ingredients you need to make a delicious dinner. The meals serve two to four people and cost between $15 and $38. Some of the dishes for delivery include Steak au Poivre with parmesan fries, Tacos al Pastor with pork, Wagyu beef burger with bacon jam, roasted cod with canellini bean ragout and pesto, and roast chicken with tarragon-mushroom sauce. There are also vegetarian options.
But the best part, in comparison to other meal-delivery companies, is that you don’t need a subscription—yet. That’s right, there’s no commitment to meal planning, with Amazon gearing up to do the work for you.
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With the launch of AmazonFresh, its pending restaurant food-delivery business, and the recent acquisition of Whole Foods, it looks like Amazon’s ambitions for global grocery dominance are bigger than anyone could’ve expected.